Max has been both, praised and criticised, for changes in cricket programming.
What we did with cricket was pioneering. We changed
the way cricket was viewed and consumed in this country. Till then it was like
a match being aired and a little bit of analysis thrown. What we wanted to do,
and which is where we revolutionised cricket viewing, was that we wanted to increase
Cricket was predominantly male viewing till we came into the
market. We knew that in order to increase the base, it couldn't be just confined
to the men. We had to make it all inclusive.
So we took some seriously
bold steps like introducing a woman anchor way back in 2002 (Ruby Bhatia) and
the 2003 World Cup, we had three women instead of one - and purists went ballistic.
The ratings increased five times, women audience grew 200 per cent and Extraa
Innings touched a 19 TVR.
Another milestone was duplicating the success
of Extraa Innings with movies - Extra Shots. Mandira Bedi became the first movie
2008 we are having IPL. There has been no dull moment since then - we are made
for each other.